In a recent promotional move that has sparked controversy, actor Sydney Sweeney has been called out by the Hollywood Chamber of Commerce for an unauthorised stunt at the iconic Hollywood sign in Los Angeles. The incident involved draping bras over the landmark's letters, a gesture linked to a new lingerie line associated with Sweeney.
Unauthorised Activity at the Hollywood Sign
Sweeney shared footage on social media showing herself and others climbing up to the sign, located on Mount Lee in the Hollywood Hills, and hanging dozens of bras strung together over the 50-foot-tall letters. This act was intended to promote Syrn, a lingerie brand with which Sweeney is connected. However, the Hollywood Chamber of Commerce, which owns and licenses the sign, has clarified that it did not sanction this activity.
Official Statement from the Chamber
Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, issued a statement to the LA Times, emphasising that the production involving Sydney Sweeney and the Hollywood Sign was not authorised by the chamber, nor did they have prior knowledge of it. This highlights a significant oversight in the planning of the stunt, as proper permits are required from the chamber for any such activities at the site.
Permit Issues and Legal Concerns
While Sweeney's production company, Persuasion Pictures, reportedly obtained a filming permit from FilmLA, Los Angeles' official film office, this did not cover the use of the Hollywood sign itself. Media reports suggest that Sweeney could face a police investigation for trespassing, as the footage appears to show her breaking through a wire fence to access the restricted area. This raises questions about the legal ramifications of the stunt and potential consequences for the actor.
Background on Sweeney's Marketing Controversies
This is not the first time Sydney Sweeney has stirred debate with her marketing efforts. Previously, she faced criticism for an American Eagle jeans advert with the slogan "Sydney Sweeney has great jeans," which some interpreted as having undertones of eugenics and being a nod to white supremacy. These incidents underscore the challenges and scrutiny that come with high-profile promotional campaigns in the entertainment industry.
Impact on the Hollywood Sign and Local Regulations
The Hollywood sign is a protected landmark, and unauthorised activities like this stunt can lead to damage or disruption. The chamber's response serves as a reminder of the importance of adhering to local regulations and obtaining all necessary approvals for events at such sites. This case may prompt tighter controls and increased vigilance to prevent similar incidents in the future.
As the story develops, it remains to be seen whether any formal action will be taken against Sweeney or her team. The incident has certainly drawn attention to the intersection of celebrity promotion, property rights, and legal boundaries in Los Angeles.
